Michael Kors’ new European stores to carry menswear for first time
U.S. accessible luxury label Michael Kors wants to turbo-charge its growth in the booming men's segment, after Don Witkowski took charge of menswear last year. Having introduced the men´s range in the U.S., the label has now decided to repeat the move in its European stores, which was formerly only available in department stores.
The brand took the first step last May, with the opening of Michael Kors' London flagship on Regent Street, the label's largest in Europe. Michael Kors will open another London store on 15th December, this time at the Westfield White City shopping mall, featuring both the men's and women's collections.
On the same day, the same format will be introduced for the first time in France with the inauguration of the new, 500-m2 Lyon store located inside the Part Dieu shopping mall, which will showcase both the men's and the women's collections.
"The plan is to deploy the format in all of our European stores," stated the fashion label, which currently operates twelve stores in France, four of them in Paris.
Meanwhile, Michael Kors is sticking to its 'discreet' policy in pre-collections advertising, eager to avoid bombarding clients with images before the clothes arrive in-store.
"The first experience was positive, as we revealed just a handful of teaser images on the web. We will use the same approach, this time previewing 10 looks from our new pre-collection instead of 6, while the complete lookbook will not be published before April," the fashion label said.
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